Why XHS is different (and why that's the point)
XHS is a discovery-and-trust platform, not an interrupt-advertising one. Users go there actively looking for recommendations, and the content that works is "grass-planting" (็ง่) โ authentic-feeling notes and reviews that seed desire โ not polished hard-sell ads. For a Malaysian business, the upside is a Chinese-speaking audience in high-research, high-intent mode with a fraction of the competition you'd face on Instagram. The catch is that it rewards a genuinely native content approach and punishes lazy repurposing of your Meta creative.
Getting set up from Malaysia
The first hurdle most give up at is account setup and verification. Operating credibly as a business โ especially for commerce or a verified presence โ involves platform verification steps that are materially harder to navigate from Malaysia than setting up a Facebook page. This is genuinely where most attempts stall, and it is why we treat XHS verification as its own dedicated service. Our existing RedNote verification guide covers the process in detail.
Content formats that work
| Format | Why it works on XHS |
|---|---|
| Image notes (multi-photo) | The native, most-consumed format; strong first image + genuine caption. |
| Experience / review notes | "Grass-planting" content that reads as a real recommendation, not an ad. |
| KOC / KOL collaborations | Smaller, authentic creators (KOCs) often outperform big names for trust. |
| Boosted notes (paid) | Amplify a note that already earned organic traction โ not cold hard-sell. |
What it costs
Honest answer: XHS ad costs are less standardised than Meta and vary widely by category and approach, so treat any figure as directional. For planning, anchor on what you know โ a general Malaysian Meta CPM of RM8โ25 is a useful reference point for relative budgeting, and management sits alongside the same retainer logic (RM1,500โ5,000/mo range) as other channels. The bigger cost lever on XHS is usually creator collaboration and content production, not media spend, because the platform runs on content quality.
Who it's right for
XHS is strongest for businesses whose customers are Chinese-speaking and research-driven: aesthetic clinics, F&B, beauty, travel, education and lifestyle brands. If your audience does not skew Chinese-speaking, your effort is better spent elsewhere. The decision between XHS and Instagram specifically is worth its own framework โ we cover it in RedNote vs Instagram.
What we do differently in client accounts
We treat XHS as a content-and-trust channel, not a Meta clone: clear the verification hurdle first (our verification service), then build genuinely native notes and KOC collaborations rather than repurposing ad creative, and boost what earns organic traction. That approach is why the few Malaysian businesses doing XHS properly stand out โ there is almost no serious competition. Note that content should still respect the same advertising-honesty principles as any channel, especially for regulated verticals like clinics.
What to do about it
- Decide if your audience is Chinese-speaking and research-driven โ if not, deprioritise XHS.
- Clear account setup and verification first; it is the step most businesses fail at.
- Create native image/review notes and KOC collaborations โ do not repurpose Meta ads.
- Boost notes that already earn organic traction rather than running cold hard-sell.
- Budget for content/creator production as the main cost, with media as amplification.